Rochas opens men's pop-up in Paris
Rochas has finally unleashed its ready-to-wear men's collection to the public. Under the guidance of Interparfums, which acquired the luxury fashion label in 2015, the French brand has been redefined and has stepped into the world of menswear.
Presented at the last fashion week in January, the debut men's collection was conceived internally under the hand of Béatrice Ferrant (unlike the women's collection, under licence with Onward Luxury Group and Alessandro Dell’Acqua as artistic director). The new designs have given rise to Rochas' men's collection coming on display via a freshly opened pop-up store in Paris.
While the second collection will be shown June 22, as part of the official Paris men's fashion week schedule, a Rochas men's point-of-sale has recently opened at number 420 rue Saint-Honoré. The pubic can now discover a selection a items from the new men's collection, designed as "very Parisian."
"While the womenswear market is very dense, menswear is more fluid. We want to offer something different. Something creative but at the same time elegant; luxurious but reasonable," explained Béatrice Ferrant to FashionNetwork.
The minimalism of the store design emphasises the new products and the creative essence of the brand, just a few days out from the start of the men's shows in the French capital. The new store is a way for Rochas to find its place in the men's market once more; one that it has not been a part of for more than 20 years, as it focused on its womenswear and fragrance lines.
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